Statistics - Research in Marketing
The best companies create a market. By definition, market research won’t help to find a hidden need.
Advertisers often ask consumers directly about their motivations. It seems a logical enough approach.
However, it’s based on the premise that what consumers say and what they do are aligned.
Unfortunately, as behavioral science as shown, that’s often not the case.
Naively believing customers will mislead you.
I think Henry Ford once said, “If I'd asked customers what they wanted, they would have told me, 'A faster horse!'”
People don't know what they want until you show it to them.
That's why I never rely on market research
Consumers don’t think how they feel, say what they think or do what they say
Find out how:
- consumer think about a product,
- what language they use when they discuss the subject,
- what attributes are important to them,
- what promise would be most likely to make them buy your brand.